| Summary: | 碩士 === 實踐大學 === 資訊科技與管理學系碩士班 === 98 === With continuously breakthrough and advance in Internet, communication and information technology, customers nowadays are increasingly obtain a variety of banking information and execute banking functions via online banking. In contrast, online banking increasingly offers customers more and more banking merchandises and services via websites. Hence, this investigation aims to profile online banking users and potential users by a developed e-lifestyle scale and Roger’s innovation adopter category.
Accordingly, this thesis contains two stages. At the first stage, an e-lifestyle scale is constructed by reviewing AIO and VALA literature and validated by employing online survey and exploratory factor analysis. At the second stage, confirmatory factor analysis is used to reexamine the developed e-lifestyle scale and respondents are divided into users and potential users as well as five innovation adopter categories which are profiled by e-lifestyle scale and respondents’ characteristics.
The results culled from the empirical studies aims to provide bank managers some clues for devising online banking service and marketing strategies. For industries and academics, the developed e-lifestyle scale is also suitable for analyzing users and potential users in the field of other digital technology enabled products and services.
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